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CHAPTER XI
ADVERTISING
No discussion of sound could be considered full and complete without the devotion of attention to the auxiliary matters which make up the present section. With each change in the policy of exhibition there come concurrent adaptations in certain departments and features that contribute much to the life of the theatre. Just as the industry has been concerned with the development of a new kind of central attraction, so it has been busy altering the form of the shorter numbers of the programme. Similarly, since not only speech but music is being synchronized, the place and part of the latter as a factor in the entertainment have had to be submitted to inquiry from new angles. What has been done — what remains to be done — in both of these connections I intend to explain in the twelfth and thirteenth chapters.
Before going to those topics, however, I wish to take up the matter of that prime auxiliary of the film — advertising. This crier of our purposes, our ready and eager spokesman from the first days of our history, has a place of importance in all our ventures; for advertising is vital to the screen in every direction and fashion. It not merely announces our wares, it not merely wins us patrons, but it voices and interprets our ideals. In the last connection its function for the exploitation of sound has already proved its value to be constant and indispensable. It has in most cases risen to the need of the hour with all its old usefulness and refurbished and revitalized all its old armoury
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